A two-period dynamic pricing model for competing firms is established with game theory to investigate the behavior-based pricing (BBP) strategy of quality-differentiated products and its impact on firms' profits. The main results show that: 1) The relative production efficiency and firms' decision order are two key factors influencing the choice of firms' BBP strategy; 2) When the relative production efficiency differs greatly, BBP protects disadvantageous firms’ profits but damages advantageous firms' profits, thereby intensifying competition; 3)If the firm who can monopolize customer information uses BBP, contrary to our intuition, not only this firm's own profits but also its competitor's profits will be hampered, and resulting in a "lose-lose" situation. Finaly, an actual enterprise example verifies our models and reveals management implications.